Marketing ZFP

Startups sind von zentraler Bedeutung zur Lösung der wirtschaftlichen Herausforderungen unserer Zeit. Allerdings scheitern die meisten Startups in ihrem Entwicklungsprozess. Studien zeigen die Bedeutung der Einbindung von Startups in ein...

This paper employs the Jobs-to-be-done (JTBD) theory to investigate how the pandemic has changed, for the long term, customer behavior when visiting the city center and which “jobs to be done” (abbreviated: jobs) customers now pursue during...

Although the cognitive dimension of customer experience (CX) affects the affective or social dimensions of CX and vice versa in consumers’ thoughts and behavior, our understanding of this reciprocity is limited. The authors fill this gap by...

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The purpose of this paper is twofold. The first purpose is to contribute to knowledge about the effect of color on brand attitude in a specific case of advertising: the coloration of ads that promote togetherness or avoidance of loneliness. We found...

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Increasingly, businesses rely on AI-driven tools like chatbots to facilitate customer communication. However, chatbot services might not always run flawlessly, yet there remains a gap in comprehensive research regarding consumer responses to such...

Luxury retailers are increasingly considering the introduction of service robots in their stores to enhance the value proposition and reshape the dynamics of both the service encounter and the customer experience. Although the literature recognizes...